I had never seen nor heard about the Sony Mylo(Mylo stands for Mylife Online) digital companion until I saw a recent Rush Mylo ad, downloaded from an RSS feed on my PSP.

Just a bit about the product itself: The Sony Mylois a digital tool that's basically a portable broadband communicator. You can use it to surf the internet, check your emails, IM/chat, make voice calls over the internet, listen to music, check out videos and more. No wires needed - you just get connected through a WiFi spot, and get going. I thought there was an integrated camera in there, but apparently, none yet. Pfff. I don't know why people would get this instead of aSony PSP, which has tons more features, and is about the same price.

Nevertheless, they have this cool new campaign called "Rush Mylo", obviously targeting the golden demographic, youth 18-25. The campaigns mostly feature viral movies about "thumb students" living crazy episodes depiciting college life. You'll find most of these on YouTube, but here are a few anyway.

Among campaign elements, the RUSH MYLO WEBSITEfeaturing an interactive campus on which you can go about, and discover the life of a Thumb Student, and of course many of the Mylo features.

A MOST TRIPPY CAMPAIGN! I love it. Original and complete, noteworthy, talkworthy, with actual movies you can download and view on your Mylo or PSP. Great work from McKinney + Silver, in North Carolina.

Indeed some very artistic direction on the ads for the International Surfing Museum in Huntington Beach, California -- the third one featuring Duke "The Duke" Kahanamoku, one of the greatest surfing legends in the history of Hawai'i. By Young and Rubicam, Irvine. (Thanks, Advertising/Design Goodness!)